Don't quite understand this. SAR is one of Sony's biggest sources of free advertising and buzz creation for their cameras. In the US Sony does very little advertising of a-mount. All the buzz that was created by SAR pre-A77 release would have cost the company a heck of a lot of money. Were all the rumors correct? no. Did some of the non-delivered features cause controversy? a little. Did the rumors result in people who didn't care about Sony get interested? I expect so based on the pre A77 threads in this forum.

Sony has to protect their trademark, but getting SAR to change their banner to Sony (tm) Alpha (tm) Rumors does the same thing.